There are many different ways to define account based marketing and perhaps it has been best summed up by Nick Panayi of CSC. “Account-based marketing is thinking of the account as a market of one. It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders. This is the place where marketing and sales are at their closest, brought together by common goals and a crystal clear understanding of what success looks like.” There are a myriad of different marketing strategies to employ throughout an ABM campaign. Here we’ve outlined some effective ways to better reach your target audience and improve conversion.
Personalized Prospect Offers
Develop offers that solve a specific problem that your target company has and offer your solution to them at an introductory rate. Be sure to address their pain point and exactly how your solution best fits their requirements. Be sure to communicate that you are in tune with the needs of their organization.
Sales Appointment Setting
Utilizing appointment setting campaigns to get the undivided attention of a prospect has always been an effective marketing strategy. Combining your appointment setting efforts with a specialized offer such as an evaluation of some aspect of your target’s strategy can open the doors and help you gather valuable insights into their needs.
Microsites / Personalized Web Experience
Developing a microsite that is geared towards a specific company or personalizing the website experience for a targeted IP address is a great way to grab their attention. These sites should include their company name as well as content and tools designed specifically to address their deficiencies.
Organize Sales Territories
While most sales territories have long been established based on region and demographics, an ABM campaign demands further segmentation. While fairness often plays a role in sales territories, you will want to determine the salesperson with the best chance of getting through to key members of your target company. If a salesperson has an established rapport with a company they should be assigned to them regardless of region.
Executive Direct Mail
Executive level employees can be tough to get a hold of through email or phone and commanding their attention online is difficult due to the number of distractions. A personalized piece of direct mail that includes a welcome kit and special offers is a sure way to capture and hold their attention.
Gather Social Intelligence
Social media offers a number of platforms to gather intelligence on your target. Social monitoring software as well as good old fashioned research can give you valuable insights into pain points, preferences, job roles and even conversation starters.
Roles Not Titles
It seems these days that job titles are simply handed out and it can be extremely difficult to determine a prospects job function simply by their title. Using social channels and telemarketing campaigns to determine your most relevant contacts can save time and money as well as offer you the best chance to make a sale.
Contact Discovery Campaigns
While purchasing lists and utilizing inbound marketing techniques is an effective means of building a contact database, they are often unrefined. Utilizing a contact discovery campaign based on surveys and free offers will enable you to infiltrate an organization to determine who really makes the decisions.
Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry. For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.
